Performance Outcome of Market Orientation Behaviour among Botswanas’ Small Service Firms

Abstract

This limited amount of research is somewhat surprising given that employees attitudes and behaviors, and customer satisfaction (non economic performance),as well as business performance (economic performance) are central pillars that have been widely recognized in the conceptualization of market orientation (MO) (Kholi and Jaworski,1990 and Narver and Slater,1990). The effects of MO on both job related attitudes have been studied by relevant literature. The multivariate analysis techniques was used in this study to explicate the nomological web between overall MO and economic and noneconomic performance of small service firms. This study contributes to that body of literature by investigating the consequences of MO in Botswana. The results successfully replicate the Jaworski and Kholi findings, within the Botswana's environment. The findings also provide evidence that performance outcomes can be enhanced by the adoption of MO in Botswana.